Sales teams pride themselves on understanding their buyers. But what if the biggest obstacle to closing deals isn’t a competitor or a pricing issue—but the assumptions your own team makes about the buyer?

At Trinity, our Win/Loss Reviews reveal that the majority of lost deals involve a major disconnect between what sales teams think matters to the buyer and what actually drives the decision. When reps assume they know what a prospect wants—without validating it—they misfire, creating blind spots that derail deals.

How Assumptions Sabotage Sales

1. Misreading Buyer Priorities

Sales teams often rely on past experiences to predict what matters to a buyer. But buyers aren’t static—their needs shift due to industry trends, internal priorities, and leadership changes. If you assume the top priority is cost savings when it’s actually implementation speed, you’re pitching the wrong value proposition.

Win/Loss Insight: One Trinity client discovered that while their reps assumed “cost” was the biggest concern, 54% of lost deals were actually due to implementation concerns. Once they shifted messaging, win rates jumped significantly.

2. Overestimating Buy-In From Your Champion

Sales reps often assume that if a single contact is excited about their solution, the deal is secure. But a champion’s enthusiasm doesn’t mean they have the influence to close the deal. If you don’t validate their role in the decision-making process, you might be relying on the wrong person.

3. Assuming the Buyer Knows How to Buy

Enterprise buyers aren’t always experts in procurement. Many decision-makers have never purchased a solution like yours before. If you assume they know how to navigate internal approvals, legal reviews, and budget justifications, you’re leaving them without the guidance they need to move forward.

How to Eliminate Assumptions and Win More Deals

1. Ask “What’s Changed?” in Every Deal

Never assume the buyer’s needs are the same as last quarter or last year. Organizations evolve, and so do their challenges.

Action Step: Start every sales conversation with, “What’s changed in your business since we last spoke?” This ensures you’re working with fresh information, not outdated assumptions.

2. Validate Before You Pitch

Before launching into a demo or proposal, confirm that your understanding of the buyer’s priorities is correct.

Action Step: Use a simple validation question: “Just to make sure I’m aligned—are these the top three challenges you’re prioritizing right now?” This small step can prevent a major disconnect.

3. Pressure-Test Your Champion’s Influence

A strong internal champion is crucial—but you need to confirm their actual influence.

Action Step: Ask them directly, “Who else needs to be involved to make this happen?” and “What challenges have you seen in getting similar projects approved?” If they don’t have clear answers, they may not have the authority you assumed.

4. Map the Buyer’s Internal Process

If a buyer hasn’t purchased a solution like yours before, they might struggle with internal approvals. Don’t assume they know what to do next.

Action Step: Instead of asking, “Do you know your internal process?” ask, “What’s the next step on your end to move this forward?” If they hesitate, help them map out the necessary steps.

Bottom Line: Test Every Assumption, Win More Deals

The most successful sales teams don’t rely on gut feelings—they validate, clarify, and adjust in real time. Assumptions are silent deal killers, but by proactively pressure-testing your understanding, you can uncover the real drivers behind every deal.